Your Customers Are the Osbournes
Now is the time for dealers who are selling new technologies and services to let those customers know (through email, social networking and traditional marketing campaigns) that your store is the one that makes it easy to choose and buy the right products, solutions and services at the right price.
Those new products can include just about anything in a hot category: headphones, tablets, wired and wireless networking gear, home surveillance solutions, smartphones, etc. Services should include installation, repairs, consultation and connectivity. In terms of connectivity, it's difficult for dealers to form partnerships with carriers, but it's not difficult to partner with a sub-contractor. It's better to be able to tell customers you can provide them with all their technology needs, even if a piece of it is through a sub-contractor, than to lose business by saying you can't help them.
Despite all the information available to consumers on the Internet, the majority of them still need the help of knowledgeable and trusted dealers to help them make the right decision. Most consumers won't question the price when they know a sales professional has gone out of his or her way to take the time to explain confusing technology and offer the solution that best fits a need and a budget.
That was the point in the second ad, from Best Buy, that caught our attention. It features Ozzie trying to hawk 4G. A few seconds after he starts, he's interrupted to pitch 5G. "How many bloody Gs are there?" he asks in frustration. The tagline "Technology Moves Fast" pops up. Justin Bieber then shows up to save the day with 6G. The camera then focuses on an equally confused Sharon Osbourne, who asks, "What's a 6G?"
The ad promotes Best Buy's new Buy Back Program. "You buy it now, we buy it back when it's time to upgrade." It works. Consumer technologies have moved so fast in the last six months (think tablets, 3G, 4G, Android, 3D, wireless streaming, iPhones connected to head units, the list goes on) that many consumers are frozen in the headlights. They're afraid to buy the latest product today because they know the new one is a few months off.
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